Lentiful Emerges Victorious From NOSH Pitch Slam 14
Lentiful has been crowned the champion of Pitch Slam 14, NOSH’s annual pitch competition for emerging food brands sponsored by PepsiCo Ventures Group.
Launched in 2022 by Ben Bacon, Lentiful produces a line of high protein, high fiber lentil-based meals crafted for convenience. Available in seven varieties – Thai Coconut Curry, Low Sodium Bolognese, Mexican Green Chile, Homestyle Chili, Low Sodium Harvest Vegetable, French Mirepoix, Pineapple “Chorizo” – each single-serve cup boasts 12 grams of protein and 6 to 7 grams of fiber depending on the flavor.
“The overarching theme across all of our customers is how they’re eating it. They’re eating it during their workday for a quick, healthy lunch. They’re stashing our cups in their desks,” said Bacon during his presentation.
The brand emerged triumphant out of a group of six finalists that also included Lexington Bakes luxury baked goods, Maazah Afghan-style sauces and dips, Fair & Square gut-friendly crackers, Zwita ancestral Tunisian foods and Confusion Snacks Indian-American fusion snacks.
The finalists were each given five minutes to pitch their product and brand while explaining to the panel of judges where their specific products are situated in the market, their roadmap to scale and how they plan to differentiate themselves in the crowded better-for-you food category.
The round was judged by Wade Yenny, VP of Center Store & Space Planning at The Fresh Market; Ayeshah Abuelhiga, Founder & CEO of Mason Dixie Foods; Elizabeth Brown, Investor at Vanterra Ventures; and Jason Stamm, Principal of PepsiCo Ventures.
The judges unanimously praised the brand for its taste as well as its dedication to getting American consumers to eat more lentils.
“As a consumer and investor, I think a lot of people are really on high protein, nutrient-dense, satiating meals,” said Brown. “The early stages of it reminded me of Oats Overnight, a product that’s really easy for consumers to understand.”
In addition to bragging rights, Lentiful walks away from the competition with a $10,000 awareness-building advertising package from NOSH.
Lentiful joins an impressive list of past Pitch Slam winners that have found success in the CPG food industry, including Sunnie snack dippers, Ruani adaptogenic brownies, Cocina 54 frozen empanadas, Savorly appetizers, Know Brainer keto marshmallows, Beckon lactose-free ice cream, Creation Nation protein bar mix and Kokada coconut spread.
Looking ahead, the brand is looking to expand its brick-and-mortar distribution footprint by entering a to-be-announced large natural retailer in Q2 2024. Lentiful, which started off as a direct-to-consumer brand, made its first foray into retail earlier this year through its partnership The Fresh Market.
In the long term, the brand hopes to lower its SRP from $4.95 to $3.49 and branch out into new categories by launching new innovations such as instant pot meals and burgers.
